Research Methods in Tourism, Hospitality and Events Management

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Use of discount promotions in the hospitality industry

As a final-year student studying at Plymouth University, I am conducting

research surrounding the use of discount promotions in the hospitality

industry. This questionnaire is a vital part of the process which will help

me to gain the information I need to complete my research.

Your responses are anonymous and the confidentiality of respondents

will be respected; any of the raw data collected will be shared only with

the supervisory team at Plymouth University, if necessary.

If you could please take the time to complete this questionnaire, it would

be greatly appreciated, and if you have any questions about the

questionnaire do not hesitate to ask.

1. Do you live in Plymouth?

(Please select one answer)

○ Yes  ○ No

2. Have you eaten out in the past six months?

(Please select one answer)

○ Yes  ○ No

If you answered ‘No’ to the previous two questions, please do

not continue with the questionnaire. Thank you very much for

your time.

3. Do you eat out in casual dining restaurants?

(For example, Nandos, Café Rouge and Giraffe are all casual

dining restaurants.)

(Please select one answer)

○ Yes  ○ No

4. Do you use discount promotions when eating out?

(Discount promotions offer a lower or discounted price on a

product or service; this is in comparison with the original price

of the product or service that is being offered. Some examples

of discount promotions include: voucher codes, e-mail and

newsletter subscription offers, seasonal discount offers and

loyalty card rewards.)

(Please select one answer)

○ Yes  ○ No

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5. If yes, how often do you use discount promotions when eating out?

(Please select one answer)

○ Every day

○ Once a week

○ Twice a week

○ Once every two weeks

○ Once a month

○ Once every three months

6. Which type of discount promotion would you use?

(Please select all that apply)

○ Groupon

○ Wowcher

○ Voucher code mobile phone applications

○ Voucher codes obtained directly through company website

○ Voucher codes obtained via e-mail

○ Voucher codes obtained from social media page

○ Loyalty card rewards

7. Please read the following statements and circle the probability, on

the 4-point scale, which you are most in agreement with:

1. I will select a restaurant to eat in because it offers a discount

promotion. 1 2 3 4

2. I will visit a restaurant more regularly than others, if they offer

me a discount. 1 2 3 4

3. If a restaurant does not provide me with future discounts, I will

not return. 1 2 3 4

4. Discount offers make me feel like a valued customer and I will

return to a restaurant because of this. 1 2 3 4

5. I am loyal to a particular brand, however if a different brand

offers a better discount promotion than my regular restaurant, I

will choose to eat in the restaurant offering what I perceive to

be the better discount. 1 2 3 4

6. If the brand I am loyal to retracts a discount promotion, I will

not use this brand again. 1 2 3 4

8. Do you feel that discount promotions give you added value?

(Please tick one answer)

○ Yes  ○ No

9. Please highlight the extent to which you agree with the following

statements by circling the appropriate number on the 5-point scale:

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1. I am value-conscious and compare prices to make sure I am

getting the best deal. 1 2 3 4 5

2. I use discount promotions regardless of the saving. 1 2 3 4 5

3. I know I will be getting the same quality meal and service

despite using a discount promotion. 1 2 3 4 5

4. There is a limited option for discount promotion users. 1 2 3 4